Tourism Market Segmentation Study

Ensure a Permanent Memory of the Places Visited

All the stories, scores, photographic and filmed materials for the Buenos Aires Secrets Tour are proprietary and copyright of Moobal S.A.

Tourism Marketing Strategy Case - Argentina Tours

Tourism Market Segmentation Study Goal

These tourism operators develop their unique tour contents and services based on market needs and trends and following 5 star quality guidelines. Their present-day market is comprised of tourists from Argentina, South America, Central America and Europe.

The market segmentation study goal was the identification of the ideal target market/s in the U.S. for these original tourism offerings.

The first step was the analysis of their tourism in Argentina offerings.

7 day Buenos Aires Secrets Tour

Do you know what happened where you are standing?

Incredible and unheard of historical tour that enables a new and unique customer experience by touring cities while listening to these amazing stories of secrets, murders, famous actors/actresses, war secrets, monarchies, amongst others.

Buenos Aires Secrets Tour has been endorsed by the Government of Argentina and the Government of France
In the process of being declared of Cultural Interest by the City of Buenos Aires and the Argentinean Nation
Member of the “Destino Argentina” Foundation
Includes testimonies of Holocaust survivors & photography work done in conjunction with the Holocaust Foundation (reproduced in the book)

Ensure a permanent memory of the places visited.

All the stories, scores, photographic and filmed materials for the Buenos Aires Secrets Tour are proprietary and copyright of Moobal S.A.

Buenos Aires Secrets Tour - image reproduction not allowed

7 day Gaucho Adventure Tour

Experience the Gaucho Lifestyle

Get to know a place through activities and interaction with the place and its people in such a way that the experience will be forever branded in the tourist’s memory.

The traveler is taken on a 100% planned vacation that includes the transportation, the stay, the bilingual guides, many additional activities including shows, tours of Buenos Aires, the local area, the city and meals.
Aventura Gaucha has been endorsed by the City of Chascomús

Ensure a permanent memory of the places visited.

Content Appeal

History is expanding beyond a subject learned in school, and becoming a source of entertainment.
American Demographics magazine indicated that more than 40 percent of Americans are interested in genealogy and about 100 million are attempting to trace their family history.
The popularity of the History Channel has been extraordinary. The demand for the History Channel has resulted in the creation of three additional History Channels specifically targeted to interests in international history, military history, and Spanish speaking audiences.
History related books – such as David McCullough’s “1776” – are consistently on best seller lists and have entire sections at book stores dedicated to them.
A quick look at different media channels supports the theory that both the adventure and the history markets are expanding rapidly.

All the stories, scores, photographic and filmed materials for the Buenos Aires Secrets Tour are proprietary and copyright of Moobal S.A.

Adventure travel has gone from camping to full blown excursions. A quick Google search for “adventure travel tours” returns over 490,000 results
National Geographic created a new version of its magazine called National Geographic Adventures.
The demand for Adventure Travel has been so extraordinary that coupled with the need for planned vacations, Disney has launched 22 Adventure Travel Guided Vacations to locations worldwide.
Travel Channel, National Geographic Channel and Discovery Channel are just some of the ways the media satisfies the market’s needs for adventure.

Target Market Segmentation

From a market segmentation standpoint these tours appeal mostly to the affluent and highly educated Baby Boomer and LGBT markets. The History Tours will also be of interest to the Jewish market.

From a content standpoint the Adventure Travel Tours attract people interested in mild to strong participation, and relaxation. The History Tours additionally captivate people interested in History, Art and Geography.

Areas of the U.S. with greater concentration of the target markets:

New York
Los Angeles
Philadelphia
Chicago
Miami
Boston
Washington DC
Cleveland
Detroit
San Francisco

Target Market by Geo areas of greater concentration

There are more than 78 million Boomers who possess over 50% of the discretionary spending in the United States.
Source: U.S Census Bureau – July, 5 2005

14 percent of boomers have traveled to Mexico, Central America or South America; 10 percent to the Caribbean. and 7 percent to Europe.
Source: “2005 Travel & Adventure Report: A Snapshot of Boomers? Travel & Adventure Experiences Research Report,” BY Curt Davies, AARP Knowledge Management. October 2005.

Target Market: Baby Boomers

As they enter this new period of their lives, they are:

Spending more time on hobbies and other activities.
One-third say they want to know more about history.
They want to stay active.
They are becoming more comfortable using the Web. (SeniorNet claims that 47% of seniors are now using the Internet and buying from websites.)
Boomers like to travel! 28 % of boomers today have a passport.
Disposable income increased for 67% of Boomers after they became Empty Nesters; about half plan to spend it traveling. Source: Senior Journal

Target Market: LGBT Market

The LGBT holiday market is entering a period of growth as they have begun to be targeted by tour operators.
Travel ranks very high amongst their activity list
LGBT travelers travel more frequently and at various times of the year than do non-LGBT travelers.
The median combined household income of LGBT couples is nearly 60 percent higher than the U.S. median income.
The Ultimate DINK (double income, no kids) Market: LGBT people typically have a higher than average disposable income and fewer family responsibilities.

The increasing spending power of these older age groups will demand more sophisticated ‘value added’ products.

According to Advertising Age, up to 10 percent of the U.S. population in urban markets is LGBT – gay men and women spend about $514 billion a year.

Nearly 70% traveled by air for pleasure during the last year, with almost 25% traveling three times or more. More than 40% traveled by air for business.

Target Market: Jewish Market

More than TWO THIRDS attend an entertainment event at least four times a month.

Large proportions of American Jews remain tradition-bound and highly conscious of their Jewish heritage.

The average age in the American Jewish community is much older than that reported for the rest of the population. Additionally, three out of ten Jews are 50 years or older compared to one out of four non-Jews.

According to the National Jewish Population Study, 54% of all Jews 25 years or older have had some college education.

Reflecting their relatively high level of educational attainment, the Jewish population is considerably more upscale, in terms of occupation and income, than the population at large.

Tourism Market Segmentation Study